Sacramento, Calif.—Seventy-eight percent of global CEOs say advertising and media agencies are not performance-driven enough and do not focus on generating quantifiable business results, according to a study by the Fournaise Marketing Group.
The “2013 Global Marketing Effectiveness” study was based on an online survey of more than 1,200 CEOs and C-suite decision-makers at small, midsize and large businesses around the world.
It found that 76% of respondents believe ad and media agencies are not business-pragmatic enough, and 74% say agencies are too disconnected from the short- and medium-term business realities.
Also, 72% of respondents said agencies are not as data- and science-driven as they had expected.